Borja de Checa-Samsung, speaker at our #PortadaMex, October 14

Borja de Checa, Senior Marketing Manager IM at Samsung, is one of the speakers who will be participating in our Foro Mexico de Publicidad y Medios in Mexico City's Hotel Presidente InterContinental on October 14 #PortadaMex . On this occasion, Borja shares with Portada his views on the marketing and advertising industry.

Portada: How did you end up working in the marketing industry?

Borja de Checa: I started working in various advertising agencies and some other promotional agencies, because since college I had always wanted to work as a creative for an agency building major campaigns and ideas that would make history and sell many products. At one point in my career, I had the opportunity to work for Unilever in the launching of a product from not the agency but the brand’s the point .It was then that I realized that major strategies are developed from a client’s perspective and that working with agencies is just an extension of the strategy. However, in the end the elements to develop any strategy are always on the brand’s side.

Portada: What do you like most about your job?

Borja de Checa: Work branding and strategy development to reach consumers and make a difference in them so we can be on their “top of mind”.

Portada: What piece of advice would you give to someone who is starting in this industry?

Borja de Checa: To be passionate about what they do, to always try new things even if they seem irrational. Building on the past does not build any future. To be disruptive.

Portada: What aspect of the industry has particularly drawn your attention in recent years?

Borja de Checa: The transformation of communications to the digital and mobile world. Today brands do not generate the convertion, but are part of it. The way we communicate is no longer unidirectional, but bidirectional and those brands that do not understand this will fall behind , because today’s consumer is increasingly demanding .Nowadays, the new consumer is the one who not only investigates, makes the review, communicates about your brand but also buys and recommends.

Portada: What do you expect for the years ahead for your career?

Borja de Checa: Being able to offer the marketing word ideas and strategies that serve as the basis of new generations’ own ideas and from where they can learn and evolve.

Other top speakers who will be participating in our Foro Mexico de Publicidad y Medios are:

Editorial Staff @portada_online

MORE FROM PORTADA

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.